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Two Circles to undertake Women’s Lions feasibility study

Posted on February 15, 2022 By Matt Cutler

The British & Irish Lions has appointed Two Circles to undertake its Women’s Lions feasibility study.

As part of the feasibility study, Two Circles will undertake a consultation process to gain insights into the rugby, brand, commercial and operational opportunities and challenges for a Women’s Lions Tour, and provide recommendations on the overall viability of a tour.

Upon completion of the study, Two Circles will present its findings to the Women’s Lions feasibility study Steering Group, who will then make recommendations to The British & Irish Lions to consider the final decision.

The study is being funded by Lions Global Partner, Royal London, who are also the inaugural ‘Principal Partner’ of the Women’s Lions programme.

Speaking on the announcement, Ben Calveley, British & Irish Lions Managing Director, said: “Two Circles is a hugely respected marketing agency in the sport industry and has a track record in growth strategies for women’s sport, so we are delighted to have them on board to carry out the Women’s Lions feasibility study.

“It’s critical that all opportunities and challenges are robustly investigated during this study, especially in terms of the creation of a sustainable operating model, so that the Steering Group can consider all factors. I look forward to working with Two Circles in exploring the opportunity of creating a Women’s Lions team.”

Ieuan Evans, British & Irish Lion, member of the Lions Board, member of the WRU Board and chair of the Women’s Lions Steering Group, said: “We recognise that there is a great deal of support for the concept of creating a Women’s Lions team, and so the Women’s Lions feasibility study Steering Group are fully committed to working closely with our Principal Partner Royal London, and Two Circles to ensure that no stone is left unturned throughout the feasibility study.”

Susie Logan, Group Chief Marketing Officer at Royal London, said: “As the first ever Principal Partner of the Women’s Lions programme, we welcome Two Circles to join us in our aim to explore the feasibility of a potential Women’s Lions team and we look forward to hearing their findings.”

Clare Vigers, Two Circles Strategy Lead, added: “The growth of women’s sport will define the future of the sports industry. At a time when participation levels and support of women’s rugby is growing year in and out, we are honoured to work with The British & Irish Lions to review the possibility and feasibility of establishing a Women’s Lions team.”

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